Problem

In the face of competition from global rivals like GQ that were entering India, the Rolling Stone India publications had fallen to a limited readership due to their focus on print media. The publication needed to pivot from print to digital media and create content that would appeal to a more millennial and Gen Z audience while staying true to its core values.

Our team was tasked with this challenge, which involved creating content with viral potential and building a bigger network with relevant brands and PR teams in India and globally.

Solution

To achieve our goals, we focused on creating engaging content that resonated with our target audience. We also actively built relationships with relevant brands and PR teams in India and globally.

Through these efforts, many of our articles reached viral status, and we were invited to leading global events. Our team members attended events such as the FIFA World Cup final in Moscow in 2018, the special Longines' 185th Anniversary celebration in Beijing in 2017, and the Ducati Scrambler 1200 launch ride in Italy. In addition to a host of local superstars, I personally also interviewed international celebrities such as Roger Federer and Wiz Khalifa to expand our brand value.

Impact

Increased Rolling Stone India's social media following to 500,000
Grew readership among millennials and Gen Z by 150%

Team

Alshaar Khan - Assistant Editor
- Created engaging content that resonated with the target audience
- Built relationships with relevant brands and PR teams in India and globally
Arnesh Ghose - Digital Editor
- Coordinated attendance at leading global events to increase brand value
- Interviewed international celebrities to expand brand value and create a solid foundation for future growth

Rolling Stone India's Digital Pivot Creates New Readership